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Digital technology developer Breakfast has unveiled a new advertising display in New York, USA comprised of 4,000 electromagnetic spinning dots, each of which switch from black to white to create moving images.

Breakfast describes the technology as a re-engineered version of the black and white flip-boards formerly common in railway stations, that creates moving images that viewers can hear change as the picture alters. The dots move in real time to reflect the movement of pedestrians passing in front of the sign, and 15 times faster than the original design.

The 23 x 12' (7 3.6m) display will be advertising new US television crime series Perception on Manhattan's Herald Square at 885 6th Ave and 32nd Street until July 29th. Passersby are invited to 'literally erase words from the screen' with their body movements to leave specific anagrammatic clues, helping Perception's lead character Dr Daniel Pierce solve crimes through hidden messages.